crm-builder

CRM Builder

How to design a CRM that sales actually uses and that survives an audit — the data model, pipeline definitions, lifecycle logic, scoring, automation, and the privacy/compliance layer most "CRM checklists" skip.

This skill is the design/architecture layer. For platform-specific operational setup (building it inside HubSpot/Salesforce/Pipedrive admin), see the sibling crm-operations. For scoring models in depth see lead-scoring; for nurture/drip flows see email-sequence; for funnel stage strategy see sales-funnel; for forecasting and GTM metrics see revenue-operations. For EU specifics see eu-legal-compliance.

First principle: every field you add is a field a rep must fill, a column you must keep clean, and a piece of personal data you become legally responsible for. Model the minimum that drives a decision or an automation. Adoption dies from data-entry burden, not missing features.

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1. Pipeline Design — Stages, Entry/Exit Criteria, SLA

A stage is only legitimate if it has an objective, verifiable entry criterion (not "rep feels good"). Vague stages produce garbage forecasts. Max 6–8 stages; more causes confusion and "parking" of deals.

Reference pipelines

B2B SaaS:      Lead → MQL → SQL → Discovery → Demo → Proposal → Negotiation → Closed Won / Closed Lost
B2B Services:  Inquiry → Qualified → Scoping Call → Proposal → Contract Out → Closed Won / Closed Lost
B2C / E-comm:  Visitor → Lead → First Purchase → Repeat → VIP / Churned
PLG / Self-serve: Signup → Activated → Habit → Team Invite → Paid → Expansion

Stage definitions (B2B SaaS) — entry criterion, exit criterion, SLA

Stage	Entry criterion (objective)	Exit criterion (to advance)	SLA / max age	Default win-prob
MQL	Hit marketing score threshold OR requested demo	Owner assigned + first touch logged	1 business day to first touch	5%
SQL	Rep confirmed ICP fit + a real problem (BANT/CHAMP qualified)	Discovery call booked	3 days	10%
Discovery	Discovery call held; pain + impact documented	Demo agenda agreed	7 days	20%
Demo	Tailored demo delivered to a decision influencer	Verbal interest + next step set	7 days	40%
Proposal	Pricing/scope sent in writing	Proposal acknowledged + reviewed	10 days	60%
Negotiation	Terms/redlines or procurement engaged	Verbal yes or signature path agreed	14 days	80%
Closed Won	Signed contract / payment	—	—	100%
Closed Lost	Explicit no, or no response past SLA	Loss reason required	—	0%